Pre-pre Launch: Build anticipation with existing subscribers: We've got this idea to put our Happy Hacks into a video. They aren't a secret but most people don't use them, remember them . . . It works really well. Before we create the videos we want to make sure we cover it in the way it makes sense. Help us out and tell us . . . .
PreLaunch - 3 pieces of high-value content (period of 5-12 days (video/emails PDF's). Product pitch - either gives more pleasure or reduces pain. Tell them the story and offer "transformation"
Open Cart - We're open, you can finally buy now (24 hours to 7 days)
Post-Launch - follow up and set up for next launch)
How to Communicate: STORIES -
Mental triggers: scarcity, authority figure, community (combine and layer them)
Product pitch - either gives more pleasure or reduces pain. Tell them the story and offer "transformation
E-mail list is THE strategy and must build RELATIONSHIPS so people think they know you.
opt-in form on site
use social media to build list
send content based freebies or bonuses to those who answer or buy
list building blueprint http://thelaunch.com/list
give thank-you, something of value (freebie) if they subscribe
People's mental triggers:
AUTHORITY (we are psychotherapists)
RECIPROCITY (let people help you create the product - name it, choose the image. give something for free there's a sense of needing to give back)
TRUST (Build it through time. Deliver VALUE))
ANTICIPATION (related to scarcity - triggers of a sign-up/buy date)
LIKABILITY (do likable things)
EVENTS & RITUAL (turn your marketing into an event)
COMMUNITY (Facebook groups etc)
SCARCITY ( or perception thereof)
SOCIAL PROOF (see others taking action)
Launch is "open cart day"-open shopping cart & start taking orders
(Product pitch - either gives more pleasure or reduces pain. Tell them the story and offer "transformation)
Short e-mail with links to sign-up/buy.
P.S. is the most read. Use P.S. for scarcity. "We don't expect to sell out immediately. However if you want one of the spots , please don't delay because they will go fast"
Keep cart open 5-7 days
Send e-mail out on Last day to create scarcity: 1. The price goes up. 2. Bonus offer is removed. 3. Offer goes away.
Post Launch: follow-up e-mails send out bonus as thank-you. Something extra
Chapter 9 - SEED launch - Don't have offering yet but use for learning or knowledge not a material product
Not enough people signing up - invite friends & colleagues for free to pad it
ask what do they need to know, unanswered questions, what wasn't clear
Audio/video record everything and have it transcribed. This can be turned into a book or material for the next offer
Chapter 10 - The Joint Venture Launch. Reciprocity with others to announce on their sites
Chapter 11 - Live video launches vs e-mail launches
deliver content but turn it into a "show". Even if there are NO viewers it gives you practice
Replays for those who didn't attend-give them full control to forward, speed up etc
Chapter 12 - Social Media (E-mail is safest since you "own" it. Social Media changes constantly)
Know the hopes, dreams, fears & frustration of your target audience
Create products that people want to buy not what you want to sell.
Publish content regularly and get feedback
pre launch-not sales pitch just share your journey (talk about challenges trials and tribulations excitement of creating something new). People like feeling they are connected
leverage facebook groups - live broadcast directly on facebook
Chapter 13- paid traffic short cut to bigger audience
chapter 14 - Creating from scratch
Do 3-4 live free webinars where you give away most of your information. Offer a paid for extra bonuses and content people can buy
PRE-launch content must be HIGH VALUE - OVER DELIVER ON PROMISES
15 times easier to sell to someone a second time than a new person.
Chapter 15 - Creating a business you love
Identify the people you want to target that you like/admire etc. You don't have to start with a big mailing list. Start with people who already know you.